In their own words, the Hermes Creative Awards “honour the messengers and creators of traditional and emerging media”.
The 2016 Hermes awards were highly contested, with 6,000 entries that included submissions from major companies such as Sony Pictures and Pepsi.
But top honours went to the branding and digital agency, Moncur, who won eight Hermes awards including a platinum award (the top honour) for its integrated marketing campaign for the crowd funding organisation Funderbuilt.
According to Moncur, the Funderbuilt project included advanced technology websites, branding, and digital marketing elements, however they speak about what these might be in very general terms.
In order to drill down on these elements a web search of Funderbuilt provides evidence of the following elements;
- A contemporary website utilising images, video, e-commerce, and links to their various social media channels
- Extensive use of press releases and editorial (public relations activities) on prominent websites (such as PRNewsWire), many of which state Funderbuilt as the source
- Social media presence (Twitter, LinkedIn, Facebook, Behance)
- Video (Google+, YouTube)
- Funderbuilt education and how-to’s (blog, mp3)
The Moncur website further evidences the production of;
- Web and mobile (phone and tablet) versions of the website,
- Branding (logo, livery design, branding messages, collateral) for a range of printed and display material
- Paid advertising channels
No evidence of paid advertising (such as Google AdWords) was evident from the internet search, however this could manifest in advertising on channels such as Google partner websites.
While the key conduit for the project seems to be limited to the internet and related channels, it is evident from the above lists that this still gives Funderbuilt access to a variety of communication options.
One reason they have taken this approach is in the nature of the crowd funding phenomenon, which can thank the internet for the mainstream traction it now enjoys (Freedman and Nutting, 2015).
Given that the point of a crowd funding website is to mobilise the greatest potential audience possible, and that today, crowd funding is inherently an online activity, an internet-based strategy provides very good reach, frequency and targeting ability compared to marketing dollars spent (Iacobucci, 2015, p. 223). It would be hoped that this would manifest in a large gross rating point (GRP) value.
The marketing goal of these (mainly online) activities seems aligned with the AIDA model (Iacobucci, 2015, p. 199) which attempts to draw an ad recipient through a process of gaining their attention, sparking some interest, attracting them to the Funderbuilt brand, and finally inducing a purchase.
Continuing the discussion of the online component of the Funderbuilt project, social media (especially Facebook) is an ideal marketing channel for such enterprises with research suggesting the brands that do better on Facebook cater to audiences hedonistic activities, such as fund-raising (Iacobucci, 2015, p. 246). The individual and personal involvement enabled through crowd funding means we are now willing to donate twice as much to an individual as we are to a group (Daly, 2013). Social media provides the perfect conduit for this type of connection (Iacobucci, 2015, p. 237).
One aspect of the project that is not internet based is an example of a Funderbuilt poster which is displayed on the Moncur website.
This poster, titled Simply Successful Crowdfunding is an example of a cognitive ad in that it provides practical and informative reasons to use Funderbuilt (e.g. simple to use, lists fees and services) (Iacobucci, 2015, p. 202-3). It provides a one-sided argument (expresses Funderbuilt’s pros, but not its cons) that, while being non-comparative on face value, does infer that the simplicity of Funderbuilt’s own crowd funding model is what sets it apart from competitors.
Compared to offline variants, an online campaign can be developed relatively cheap, without being limited by geography (like print or television can be). By developing a predominantly “online” integrated marketing campaign, Moncur seems to believe (probably correctly) that this is where Funderbuilt’s greatest potential audience can be found.
by Michael Douglass
WordPress username: michaelmoth
Crowdfunding for donation, reward and equity projects 2016, Funderbuilt.com, Retrieved 5 May 2016, <https://www.funderbuilt.com>.
Freedman, DM & Nutting, MR, 2015. A Brief History of Crowdfunding, p.1, Retrieved 7 May 2016, <http://www.freedman-chicago.com/ec4i/History-of-Crowdfunding.pdf>.
Hermes Creative Awards 2016, Hermesawards.com, Retrieved 5 May 2016, <http://www.hermesawards.com/#about>.
Iacobucci, D, 2015, Marketing Management, Stamford, CT, Engage Learning.
Moncur 2016. Concur, Retrieved 5 May 2016, <https://www.thinkmoncur.com>.